TikTok Sees Sharp User Decline as Reels and Shorts Gain Ground in Q4 Study
Recent data from MusicWatch reveals a significant shift in short-form video platform usage during Q4 2024, with TikTok experiencing a 5% decline in users while competitors like Meta's Reels and YouTube's Shorts gain ground.
TikTok user decline Q4 2024
Key findings from the January study show:
- TikTok's core demographic (ages 13-24) saw a dramatic nine-point drop from 51% to 42%
- Users aged 45+ decreased by four share points
- Overall music category share dropped five points to 29%
- Meta (Facebook and Instagram combined) holds 36% share
- YouTube Shorts increased to 26% share, up 2% year-over-year
The U.S. social video landscape continues to grow, with over 103 million music listeners spending an average of 6.5 hours weekly on these platforms. This represents an 80% increase in users since 2021.
While TikTok's temporary federal ban may have influenced these shifts, the data suggests the platform's algorithmic advantage may not be as strong as previously thought. Content creators and artists may need to diversify their social video strategy across multiple platforms rather than focusing solely on TikTok.
The trend indicates a possible long-term shift in user behavior, though it's yet unclear whether this change is due to TikTok's uncertain future in the U.S. or represents a natural evolution in consumer preferences.
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